Is PR preferable to Advertising when launching a product?
Six steps for launching a brand via PR In the past, almost every new brand was launched with a big advertising campaign. In today's media environment, that's not a very good idea. Advertising is expensive and not very credible, especially when used on behalf of a new brand. That's why many of the most successful new brands were launched with PR; brands like Google , Facebook , Snapchat, Twitter and of course, Mirinda (of the three orange men fame) here in Nigeria . Launching a new brand with PR, however, raises a number of questions. If no advertising is involved, what changes, if any, need to be made in the overall launch? If no advertising agency is involved, who does the positioning strategy? To stimulate your thinking about these and other questions, here is an outline of six steps a PR launch might take: 1 1. The Leak A PR program usually starts with a leak to key reporters and editors. Internet sites are often favourite targe...